Since the impulse buy is familiar to most shoppers, communicating the brand’s message was easy. Executing the creative idea, however, was much trickier. Key to the spot’s believability was finding a location where two cars - at roughly 3,000 pounds apiece - could be hung from the wall or ceiling. Since Volkswagen Canada’s spots avoid using computer graphics as a way to reinforce Volkswagen’s authentic style, a very large space was needed.
The stables of a downtown Toronto historical castle, Casa Loma, were eventually discovered and booked for the shoot. The stables provided a quaint space with high ceilings and authentic style details, like the subway-tiled walls so common in traditional food markets, which were a perfect backdrop for the concept of the shoot.
Executive Creative Director:Christina Yu
Art Director:Liam Johnstone
Broadcast Producer:Anna Tricinci
Integrated Producer:Terri Vesgo
Account Director:Caroline Kilgour, Sonia Ruckemann
Production Company:Untitled Films
Executive Producer:Lexy Kavluk
Line Producer:Tom Evelyn
Production Designer:Michael Walker
Editorial Company:Rooster Post
Post Production:Track And Field
Online Compositor:Ernie Mordak
Music And Sound Design:The Eggplant
Music Producer:Adam Damelin